Role: Tone of Voice, Strapline, Concepting & Copywriting
This was a complete brand refresh for a club that provides access to RIB boats and exclusive beach clubs in the most prestigious ports around the world. The club is all about the speed, exhilaration and lifestyle wrapped up in a package without the hassle of owning the boats.
Aspirational, high-end, fun, exhilarating, ‘the James Bond experience’ wherever members are.
The rebrand developed a new strategy and brand architecture. Working with a design and planning team we produced:
• strapline
• brand guidelines
• website
• collateral – stationery, press adverts, marketing for events such as boat shows etc.
View the full website at ribclub.com
Role: Concepting & Copywriting
Vocalink are the people behind cash machines. The problem was, that not everyone knew you could top-up your phone at a cash machine. So, after research into pay-as-you-go, we identified the student market as a key target audience.
We decided to take the message to a captive student audience at freshers’ weeks across the country.
Tapping into a trend for upcycling and recycling, we let students know about the surprise second use for cash machines (topping-up your mobile phone). It meant a fun stand with upcycled furniture up for grabs, quirky objects with multiple uses, a grabber machine with #Surprise2ndUse prizes – and of course a cash machine! A lifehacks map of their new city gave them surprise second use ideas and top-up locations.
The results:
326 competition entries
9,806 branded giveaways
38k estimated reach with students!
Role: Concepting & Copywriting
Medichecks offer over 1200 private blood tests to do from the privacy of your own home. The tests cover everything from vitamin D levels or cholesterol, to thyroid or liver function.
The target audience for this product varies from those who want to monitor medical conditions, to those seriously interested in fitness.
Blood testing was almost a taboo subject, and something shied away from, which meant the brand predominantly sat within a clinical sphere.
The new strategy was to normalise blood testing as a way to keep on top of your health (whatever the audience).
We launched with a tube car campaign that challenged people to really know themselves.
Role: Concepting & Copywriting
Trek America offers young adventurers travel experiences in America. We took a group of young influencers and sent them on a trip of a lifetime, wrapped it up in a concept, gave them a hashtag (stamp of approval) and a platform to tell their Trek story.
The microsite included info on the trip and the bloggers, live updates and an ongoing competition to win the trek of a lifetime, as well as a bunch of prizes for followers who interacted virtually with the trip. We created emails, intro packs, a social content calendar and set the tone for the whole adventure.
Our content calendar kept energy high and momentum going and was amplified through the bloggers’ own channels.
Traction was huge – so far the campaign hashtag has been used over 23,000 times. The campaign also went on to be nominated for a Social Buzz Award.
Role: Concepting & Copywriting
Following on from the success of a TV campaign that focussed on LV= becoming the UK’s most recommended insurer, we wanted to create a social hub that matched the warmth and generosity of the brand. A place to start building on the personality of LV= and developing a two-way conversation in a social space with its customers.
The multi-functional content hub had a little bit of everything – bite-sized competitions, games, downloads and behind the scenes action, tapping into a number of different social platforms. In the first few months there were over 12,000 page views and 10,000 direct engagements on Facebook; not to mention a Social Buzz Award nomination.
Role: Concepting & Copywriting
This travel company offers the best in expertly-led walking holidays. They explore destinations across the world, finding the most beautiful places for adventures on foot – true specialists, passionate about each destination.
The ads are brand-focussed – we don’t need to convince people to walk, but rather to do it with Ramblers. Therefore, we have taken the idea of using a single verb as a headline (containing a branded ‘R’), to entice the audience into the image.
Each ad opens with a sensory paragraph, describing the scene and transporting the reader into the image. It sells the place and the company who can take them there.
Role: Concepting & Copywriting
UKSA (UK Sailing Academy) is a youth charity that provides incredible development courses for everyone, from youngsters struggling in school, to those out of work or even young offenders, giving them the skills and confidence to change direction. The charity side of the business is funded by the very best professional maritime courses.
Through a rebranded advertising campaign, we needed to find a way to boost the amount of people taking the professional courses, to enable the charitable programmes to grow. This meant creating better brand cohesion, clarity of messaging and design. We developed a more personal, emotive and inspirational approach to the communication. The campaign is about UKSA using the power of the sea and providing opportunities for young people to #SeaChange.
Role: Concepting & Copywriting
When it came to creating a spring sale, Kuoni wanted a campaign that didn’t cheapen the brand or create sale apathy. This new ‘offer’ period was about holidays that gave more for less. Our aim was to create an ownable cut-price holiday promotion that people would recognise as Kuoni.
Using editorial language and design-based signposting, we created a sale that alluded to being a cut above.
The campaign needed to be simple enough to exist across:
• brochure copy
• window display
• digital banners
• press adverts
• POS.
Role: Concepting & Scriptwriting
The brief was to create an educational and engaging viral film featuring charity patron Craig Levein (Dundee United Coach). Through the film we needed to raise awareness about a difficult topic, making it a more approachable subject for Scottish men. The aim was achieved by highlighting serious facts – symptoms and treatment – using football language in a cheeky way.
